Direct Mail Wording

[Brian Utley]

I am about to start a direct mail campaign and have been reviewing several examples to determine my wording. Most keep it simple and mention being a cash buyer. This implies being able to close quickly and save the seller money on closing costs, at a certain price point. Since this wording assumes (but doesn’t guarantee) that the distressed seller will connect the dots on their savings, would it be helpful to be more specific and spell out in the letter that they’d save thousands of dollars in closing costs by avoiding loan financing charges and 6% realtor fees? Thank you in advance for your feedback. Brian

[Jorge Quintero]

Brian Utley I agree with all the points already presented! I recently spent some time with my mentor stuffing marketing letters into envelopes and the way he does it is very clever. The letter itself appeals to the demographics of the area you’re investing in. I’m located in Houston, Texas, where 30% of the population speaks Spanish as a first or second language. He had a concise message in English with most of the strategies presented in this thread and the same message in Spanish! It was a small detail but one that I think will be very effective in our city. If you live in a diverse city, it might help to incorporate this strategy.

My mentor also strongly emphasized the need to have your letter opened as has already been mentioned. The cover of the envelope was devoid of any propaganda. That way, there is nothing the receiver of the letter can use to associate your letter with propaganda or trash. The more mysterious your letter seems (using different color paper, somehow making the letter stand out without giving away any info until opened), the more likely your letters will be read.

Hope this works!